Caterforce to add 50 products to own-brand range

Caterforce is making additional investment in its own-brand range, with more than 50 new products set to be launched over the coming months.

Currently worth more than £85 million in annual sales, the Caterforce own-brand portfolio comprises five bestselling ranges, providing more than 400 products across all categories and for all out-of-home settings.

Chefs’ Selections is the original own brand consisting of over 350 versatile ingredients and sready-to-serve products, while the Premium Collection has been curated to provide the highest quality products with visual appeal for operators looking to elevate their offering.

Roast440 coffee offers a range of single origin and blended coffee beans and filter coffees, while Eden Grove is a range of 100% pure juice from concentrate, ideal for hospitality settings as well as the on-trade. CleneGuard provides professional cleaning and hygiene products for all settings.

“In addition to the 50 new lines we are launching this year, our in-house technical team is looking at how we can continually improve and enhance existing products by refining ingredients to ensure they meet school compliance and HFSS regulations,” said Joanna Halucha, head of own brand buying and technical.

“We have also ensured our range of own-brand products align with our sustainability goals, as 100% of our packaging is now in unbleached cardboard.”

Caterforce provides a suite of resources to support members’ customers, including a quarterly trends guide.

“Our trends guide provides members and their customers with an invaluable source of inspiration for menu creation for the coming months, all supported by a full suite of own-brand recipes created by our development chef,” said Rebecca Woollam, own brand marketing manager. “These recipes are also taken on the road and shared at member trade shows and via social media, demonstration videos, emails and features for members to share with customers.”